1 TO ALL PARTIES AND THEIR ATTORNEYS OF RECORD: 2 PLEASE TAKE NOTICE that, pursuant to Local Rule 7-19, Mattel, 3 Inc. ("Mattel") hereby applies to the above-entitled Court ex parte for an expedited 4 hearing on Mattel's Motion for a Permanent Injunction ("Motion"), currently 5 scheduled for hearing on November 10, 2008. For the reasons set forth in this 6 Application, and the accompanying Memorandum of Points and Authorities, Mattel 7 respectfully requests that the Court set hearing on Mattel's Motion for October 27, 8 2008. 9 Mattel makes this Application on the grounds that the sale of infringing 10 Bratz products during the holiday season poses an enormous, but largely 11 unquantifiable, threat to Mattel's holiday sales. The months of September, October, 12 November, and December are the most important months of the year for Mattel. 13 Mattel ships thousands upon thousands of toys to retailers during these four months, 14 garnering the majority of its annual revenues in the process. The continued presence 15 of infringing Bratz products on the market poses a significant threat of irreparable 16 harm to Mattel's sales during this crucial time of year. 17 Pursuant to Local Rule 7-19, on September 29, 2008, Mattel provided 18 telephonic notice of this ex parte Application to Jason Russell, Esq., of Skadden, 19 Arps, Slate, Meagher & Flom LLP, counsel for the MGA Parties, 300 South Grand 20 Avenue, Suite 3400, telephone (213) 687-5000. Counsel for defendants confirmed 21 that they oppose the application and wish to be heard. 22 23 24 25 26 27 28
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1 2 This Application is based on this Notice of Application, the 3 accompanying Memorandum of Points and Authorities in Support thereof, the 4 Declaration of Kathleen Simpson Taylor filed concurrently herewith, the records 5 and files of this Court, and all other matters of which the Court may take judicial 6 notice. 7 8 DATED: September 29, 2008 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
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Memorandum of Points and Authorities THE THREAT OF UNQUANTIFIABLE DAMAGE TO MATTEL'S HOLIDAY SALES WARRANTS AN EXPEDITED HEARING For Mattel, the holiday season is a critical time of year, extensively

6 influencing overall financial performance for the preceding year and expectations 7 for the following year. Months of preparation and heavy investment in advertising 8 are required for a successful holiday season. A threat to sales during the holiday 9 season is almost inevitably a threat of irreparable harm. 10 Greater than 50% of all shipments for the year occur during the holiday 11 season, generating over 50% of overall receivables for the year. Declaration of 12 Kathleen Simpson Taylor ("Taylor Decl.") at ¶ 4. The particular revenue segments 13 threatened by infringing Bratz products are concentrated in the final months of the 14 year. Mattel typically earns over 70% of its fashion doll revenue in the second half 15 of the year, with a heavy concentration in the final months of the year. Id. at ¶ 6. 16 Therefore, the risk to Mattel during the holiday season posed by infringing Bratz 17 products is substantial. 18 Mattel's heavy concentration of sales in the final months of the year is 19 supported by high and increasing levels of advertising expenditures in the second 20 half of the year. Mattel allocates the bulk of its advertising budget to the second 21 half of the year to align advertising with seasonal shipping activities. Id. at ¶ 5. 22 Thus, the majority of Mattel's annual advertising spending on BARBIE for 2008 is 23 about to occur (id.), and as the holiday season progresses, Mattel becomes more and 24 more heavily invested in the success of its holiday toy lines. Consequently, damage 25 stemming from infringing Bratz products poses an ever increasing risk to Mattel in 26 November and through the end of December. 27 Although it may not be possible to estimate the full extent of the 28 damage infringing Bratz products will inflict, it is likely to be substantial. The
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1 greatest demographic overlap between Mattel products and infringing Bratz 2 products falls within the 3-8 age group. Id. at ¶ 7. This age group is associated with 3 70% of Mattel's retail dollars from dolls, which is in the range of hundreds of 4 millions of dollars. Id. 5 More difficult to predict and measure is the potential damage to 6 intangibles, such as Mattel's reputation with retailers. For example, should 7 infringing Bratz products remain on shelves, reducing sales of Mattel products, 8 retailers may become less eager to purchase Mattel products for the 2009 holiday 9 season. Unless Mattel's motion is heard on an expedited basis, Mattel will be 10 exposed to these irreparable harms for well over half of the holiday season. On the 11 other hand, expediting the hearing on the motion will help minimize these harms. 12 II. 13 14 MATTEL DID NOT CREATE THE SITUATION REQUIRING EX PARTE RELIEF Mattel's need for ex parte relief stems from the timing and importance

15 of the holiday season. In light of that timing, the current briefing schedule will 16 cause harm to Mattel -- harm which was not caused through Mattel's fault. Mission 17 Power Eng'g Co. v. Continental Cas. Co., 883 F. Supp. 488, 492 (C.D. Cal. 1995) 18 (ex parte application may be granted where delay from regular noticed-motion 19 procedures causes irreparable harm). That harm should be avoided. 20 Moreover, Mattel seeks only to advance the date for hearing the Motion 21 to October 27, 2008, 28-days' notice, which more than satisfies the 21-day notice 22 requirement of Local Rule 6-1. In compliance with Local Rule 7-9 and to account 23 for Columbus Day on October 13, 2008, Mattel requests that the Court set a due 24 date of October 10, 2008 for MGA's opposition brief and October 20, 2008 for 25 Mattel's reply brief. 26 27 28
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